Note: The job is a remote job and is open to candidates in USA. Valorx is redefining how businesses interact with their Salesforce data, delivering enterprise-grade, Excel-like spreadsheet experiences. The Marketing Operations Analyst will architect data flows between tools, solve complex marketing attribution problems, and enhance data quality and automation to improve overall marketing efficiency.
Responsibilities
- Design and implement a multi-touch attribution model (W-shaped, linear, or custom) across Marketo and Salesforce
- Map every touchpoint — first touch, lead creation, opportunity creation, closed-won — to the correct Salesforce campaign and Marketo program
- Build reporting that shows marketing’s true pipeline contribution, not just MQL counts
- Handle the messy reality: a lead who attended a webinar, clicked three emails, visited the pricing page, and then their boss (a different contact) signed the deal — who gets credit?
- Build automated deduplication workflows — identify duplicates by email domain, company name normalization, and fuzzy matching
- Create merge rules that preserve the most complete record (latest activity, most fields populated, correct lifecycle stage)
- Set up ongoing data hygiene campaigns: standardize job titles, normalize country/state fields, flag incomplete records, purge unmarketable leads on a schedule
- Implement validation rules at the point of entry (forms, API imports, list uploads) so garbage doesn’t get in to begin with
- Diagnose and fix Marketo-to-Salesforce sync issues: duplicate SFDC records, orphaned leads, contacts stuck in the wrong account
- Build preventive sync logic — custom fields, sync filters, and flow steps that check 'does this person already exist in SFDC as a Contact?' before creating a new Lead
- Work with Sales Ops to establish lead-to-contact conversion rules that don’t break the Marketo sync
- Monitor the Marketo sync error log daily and resolve field-level security issues, validation rule conflicts, and sync queue backlogs
- Build and maintain a domain-to-parent-account mapping system so subsidiary and acquired-company leads roll up to the correct parent account
- Implement automated workflows that detect known subsidiary domains at the point of lead creation and associate them with the parent account in Salesforce
- Handle edge cases: personal email domains (gmail, yahoo), recently acquired companies whose domains haven’t been mapped yet, joint ventures
- Use enrichment tools (ZoomInfo, Clearbit) and AI-assisted matching to keep the domain mapping current as companies acquire, merge, or rebrand
- Build trigger-based smart campaigns that detect high-intent behaviors: repeated pricing page visits, competitor comparison page views, ROI calculator usage, multiple case study downloads
- Automatically identify the visitor (via Munchkin tracking, form fill history, or enrichment), score them, and route a real-time alert to the assigned SDR with context
- Enroll the lead into the appropriate nurture stream based on their behavior — not a generic drip, but a targeted sequence (e.g., pricing-page visitors get ROI-focused content, not top-of-funnel awareness emails)
- Set up engagement program transitions: if a lead in a nurture stream hits a scoring threshold or takes a high-intent action, automatically move them to a sales-ready sequence and notify the rep
- Design and run systematic record purge campaigns: remove hard bounces, invalid emails, role-based addresses (info@, support@), known competitors, and long-term unengaged leads
- Build a 'sunset' workflow — leads with no engagement in 90 days get a re-engagement campaign; if no response after 30 more days, they’re marked unmarketable and purged
- Create proactive data quality campaigns that run on schedule: flag records missing critical fields, identify leads stuck in lifecycle stages, detect email domains that suddenly start bouncing
- Maintain a record retention policy aligned with compliance (GDPR, CAN-SPAM, CASL) and document the criteria for purging vs. archiving
- Use AI-powered tools for lead enrichment, predictive scoring, and content personalization at scale
- Build Zapier/Make automations for cross-platform workflows: webinar registration → CRM update → Slack notification → nurture enrollment
- Automate campaign QA: pre-send checklists, broken link detection, deliverability scoring
- Leverage Marketo’s API for bulk operations, custom integrations, and data transformations that the UI can’t handle efficiently
Skills
- Experience with Marketo smart campaigns, lead scoring with decay, engagement programs, tokens, dynamic content, Munchkin tracking, deliverability, REST API
- Experience with Salesforce lead/contact/account objects, campaign management, reports/dashboards, lead conversion, field-level security
- Experience with Zapier/Make multi-step automations, REST APIs, webhooks
- Experience with enrichment tools like ZoomInfo, Clearbit, or similar
- Experience with analytics tools like GA4, Google Tag Manager, UTM tracking, funnel analysis
- Experience with AI tools for enrichment, predictive scoring, content personalization
- Experience with collaboration tools like Slack, Google Workspace, Asana/Monday (or similar)
- Experience with SEO tools like Ahrefs (exposure preferred)
- Strong ownership of marketing stack and problem-solving skills
- Attention to detail in naming conventions, data quality, and process adherence
- Proactive in identifying and addressing potential issues
- Clear communication skills to explain technical issues to non-technical stakeholders
- Adaptability to shifting priorities in a fast-moving company
- Marketo Certified Expert (MCE)
- Salesforce Administrator
Company Overview